Boss Alien’s Jason Avent will present the second keynote
at next month’s F2P Summit. Pascal Zuta and Nicholas Lovell
have also been confirmed as speakers at the conference, which takes
place on 26 September at RichMix in London.

The three popular industry figures join a line up that already
includes a keynote from King.com’s CMO Alex Dale and
presentations from Kwalee CEO and founder David Darling and
Playfuel’s Ian Baverstock.

Jason Avent is managing director of Brighton-
based development studio Boss Alien. His session is titled
‘From Triple A on console to Triple A on iOS’ and he
will reveal how Boss Alien's collaboration with NaturalMotion
transformed a bunch of console developers into world leading iOS
experts in just one year. He will also focus on designing for
players on the move, how to implement monetisation successfully and
his experience of supporting a live freemium game with millions of
active players.

"I really enjoyed the F2P summit last year as an attendee and
I'm excited this year to have something to contribute after the
break-out success of our studio's first game, CSR Racing on
iOS,” said Jason Avent.

“We've now been running the game as a live service for
several months and have successfully used metrics data, A/B testing
and live updates to improve the game and its performance. I
intend to share with delegates what we've learned as our team
transitioned from AAA console game development to Freemium on
mobile and topped the world's app-store charts."

Pascal Zuta, CEO at Aeria Games Europe, will
reveal secrets of the global F2P market. Areia Games is the fastest
growing publisher of free to play client games. Its success is
based on a market leading analytics system processing data from
more than 20 client games as well as 15 browser games.

Pascal Zuta said: “The UK is a viable and growing market
for free to play games. It is fantastic that there is a dedicated
event to the F2P arena and I am delighted to be speaking. This
session will give developers a better understanding of the
international pattern of free to play games and show the
superiority of certain metrics over others when it comes to
analysis. I will answer why metrics play such an important role in
determining the direction and focus of free to play games and give
developers an opportunity to learn how an established publisher in
the free to play market gathers and assesses its data.”

Free-to-play consultant and founder of GAMESbrief
Nicholas Lovell’s session is called
‘The basic rules of F2P: 15 simple rules to make your F2P
game more fun, more popular and more profitable.’

“Free-to-play is now widely accepted as a business model,
but it is in its infancy. There is still so much to explore as we
learn how to make great, deep, involving games using these new
mechanics. My talk will focus on helping professionals from AAA
development and newcomers adapt to free-to-play, and I look forward
to getting new ideas from the other excellent speakers.”

F2P Summit is organised by Tandem Events, the company behind the
industry-leading Develop in Brighton Conference. Passes to the
second F2P Summit can be purchased from
www.f2p-summit.com for just £195 (a saving
of £100) up until 5 September 2012. F2P offers eight sessions
including two keynotes plus networking throughout the day and in
the bar afterwards.

Notes to editors:

About F2P Summit

The F2P Summit is a one day conference and networking event
taking place at RichMix in Shoreditch, London on Wednesday 26
September 2012. The
F2P Summit is a unique event that explores all
aspects of F2P and freemium from the developer’s point
of view. There will be eight sessions including two keynote
presentations, a networking lunch and drinks in the bar afterwards.
Passes cost £195 before 5 September 2012 at
www.f2p-summit.com.

Tandem Events has over 25 years of experience in organising
market-leading exhibitions, conferences and events across a number
of industry sectors, including Develop in Liverpool, Evolve in
London, Develop in Brighton, Evolve in Brighton, GAMES:EDU, Games
Marketing Forum and Games Grads.
www.tandemevents.co.uk

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